Qatar Airways has just opened a first-of-its-kind brand collaboration in its new lounge at Doha Airport, in partnership with Louis Vuitton. It’s a lounge within a lounge, but unlike what premium passengers are used to, you’ll have to pay extra to use it.
I had the chance to attend the opening event for this, and wanted to report back. First a bit of background…
In this post:
Qatar Airways’ new Al Mourjan Garden Lounge
Doha Hamad Airport recently underwent a significant expansion, and as part of this, we saw the opening of a new Qatar Airways business class lounge, known as the Al Mourjan Garden Lounge. This is located at the north end of the terminal.
There’s a lot to love about this lounge — it hugely expands Qatar Airways’ business class lounge capacity, it’s stunning, and it also has some unique amenities, ranging from a gym, to two spas. Most of those special amenities didn’t open at the same time that the lounge did.
There are two particularly interesting collaborations in this lounge, as Qatar Airways is partnering to open a Louis Vuitton Lounge and a Dior Spa. The Louis Vuitton Lounge is now open.
I don’t usually attend media events
Okay, now on to my actual coverage of the Louis Vuitton Lounge. Let me start by saying that I almost never attend media events that I’m invited to:
- I’m an introvert, and I’m not into schmoozing
- Media events rarely give you a real sense of what something will actually be like, since everyone is on their best behavior
- I’d rather visit whatever is being promoted on my own dime and my own time, so I can form an independent opinion
- Just generally in life, I’d rather be at home with my family, so when I travel, I try to be efficient, and I don’t find it worthwhile to travel somewhere just for an event
So, why did I break that rule here, and attend this event? Well, I had asked contacts at Qatar Airways about the timing of the Louis Vuitton Lounge opening, and they informed me of the date of the opening party… which was literally hours before I was scheduled to fly out of Doha Airport on my current trip.
The lounge wouldn’t otherwise open to the public until the next day, so I figured attending the opening event was better than not getting any access to this space. That’s why my coverage of this will be a bit different than usual, since I don’t really have a sense of what “regular” guests will experience.
Also, to be perfectly honest, if I am going to attend a media event, you can’t beat being in the presence of The Chief, as there’s never a dull moment with him.
The concept behind Qatar Airways’ new Louis Vuitton Lounge Doha
An airline collaborating with a fashion brand for a lounge within a lounge is an unheard of concept. It will appeal to some, and most definitely won’t appeal to others.
Let’s start with the good news — if you’re not into this concept, you can absolutely skip it. Qatar Airways’ new lounge is stunning, and has a top notch selection of complimentary food and drinks. Nothing is being taken away with the presence of the Louis Vuitton Lounge.
But this concept also makes a lot of sense, when you think about it. Fashion brands have huge presences in airports, typically in the form of retail spaces.
Generally speaking, the most affluent guests at airports (those flying first and business class) also have lounge access, and they’re more likely to be in those lounges, and not be strolling through the terminal. So Qatar Airways is bringing a famous brand directly to its premium guests, and it’s no doubt something that many will enjoy.
Some will appreciate the Louis Vuitton Lounge because spending some money on a premium experience is a drop in the bucket for them, while others will love it for the social media bragging rights (or whatever… I don’t claim to understand the world I live in anymore).
What’s the Louis Vuitton Lounge Doha like?
With all that out of the way, let’s take a look at the actual Louis Vuitton Lounge. Ironically enough, when you’re entering the Qatar Airways Al Mourjan Lounge, you’ll almost feel like you’re actually entering something that’s just the Louis Vuitton Lounge, since the entrance is at the back of the Louis Vuitton store at The Orchard.
Once you enter the Al Mourjan Lounge (one level above the terminal), the first thing you’ll see is the Louis Vuitton Lounge, as it’s straight ahead.
When you enter the Louis Vuitton Lounge, there’s a bar right there, and then seating both to the left and to the right.
If you turn right, you’ll see roughly half the lounge, consisting of some dining tables, as well as some cafe style tables. As you can see, the branding in the lounge is very strong, down to the Louis Vuitton floral motif all over the floor.
In the other direction, you’ll find a largely similar setup, except there are more cafe style seats rather than proper dining tables. There’s also a couch area here.
This area also has an open kitchen. I don’t think there are any open flames here, but rather they can prepare everything from sushi to sandwiches.
As you might expect, the format of the opening party was a bit different than what most guests will experience. Rather than ordering off a menu, smaller portions of some signature dishes were passed around. This included everything from sandwiches, to sushi, to a poke bowl of sorts with caviar, to sashimi.
Everything tasted great, and as you can see, there was a lot of Louis Vuitton branding, with the Louis Vuitton floral motif being visible everywhere from the “grill” marks on sandwiches, to the shape of shaved carrots.
There were also a few signature mocktails available at the event, though no cocktails (however, I believe the lounge is now serving alcohol, it just wasn’t available during the launch event).
So while everything is for purchase, I don’t think a visit here will break the bank for most. And you can also just come here for a latte, which also has some Louis Vuitton branding, naturally. 😉 Also, in case it’s not clear, let me emphasize that the entry requirements here are the same as for the Al Mourjan Lounge, so if you’re traveling in Qatar Airways first or business class on an eligible fare, you can visit this lounge.
Louis Vuitton Lounge Doha menu & pricing
Unfortunately menus weren’t available at the launch event, though I appreciate all the OMAAT readers who have sent along menus from visits during the past few days. I must have had a dozen kind people send along menus, so thanks very much for that (and thanks to reader Billy for the below menu).
You can find the Louis Vuitton Lounge Doha menu below. For what it’s worth, one USD is roughly four QAR.
As you can see, you can absolutely visit the Louis Vuitton Lounge without breaking the bank. There are plenty of things in the $10-30 range. For those who are looking to go all out, there’s caviar in the $180-430 range. Or if you’re hungry, there’s a six course degustation menu for ~$410.
I imagine the huge range in options (including some reasonably priced things) is intended to generate buzz and get people in the door.
Bottom line
The Louis Vuitton Lounge is now open in Qatar Airways’ Al Mourjan Lounge North. This “lounge” has seating for a few dozen people, including at dining tables and coffee tables. You can expect the menu to have everything from coffee, to cocktails, to sandwiches, to salads, to sushi.
This is a fun concept. Like I said, it definitely won’t be for everyone, but I really view this as something that adds to the experience without taking something away. And even from a business perspective, this makes a lot of sense. The carrier’s premium passengers now have access to an amenity from one of the airport’s most premium brands.
What do you make of the Louis Vuitton Lounge inside the Qatar Airways Lounge? Could you see yourself visiting?
I am inconsolable. I am currently in the Al Mourjan Business Garden Lounge. I am Jittery Eric and take pictures of coffee. It's what I do. I have traveled here to take a picture of my Louis Vuitton coffee but I am barred entrance for failure to be a Platinum or Gold member. 26 hours of travel wasted, alas.
I believe the policy has changed as I just went to grab a drink and they said that it’s only for gold and platinum members on Qatar Airways. I have emerald status on OneWorld and they would not let me in with that. Just a heads up if you try and go as of 10/2023
I am still searching in vain for the "reasonably-priced things" on the menu....
We were eligible for access (as Gold members) to this lounge on our trip home from CDG to MEL and entered for a look (and checked out the menu) but could not see the value given how good the experience of the "standard" lounge is. We flew multiple sectors with Qatar on our EU vacation in May / June 2023 and the experience was excellent in every respect.
It's interesting that LVMH created this partnership with Qatar Airways given their onboard alcohol selection isn't loaded up with their wines and spirits when compared to some of their competitors. The recent business class Champagnes were Pommery (sold by LVMH) and Laurent Perrier (still family owned). I wonder if we'll start seeing Moet & Chandon, Vueve Clicquot, and Dome Perignon showing up on board soon.
Unless I missed it, I'm also wondering if LV...
It's interesting that LVMH created this partnership with Qatar Airways given their onboard alcohol selection isn't loaded up with their wines and spirits when compared to some of their competitors. The recent business class Champagnes were Pommery (sold by LVMH) and Laurent Perrier (still family owned). I wonder if we'll start seeing Moet & Chandon, Vueve Clicquot, and Dome Perignon showing up on board soon.
Unless I missed it, I'm also wondering if LV is going to start selling exclusive items in the lounge or in the DOH LV store making this a major attraction. I can see people flying in from all of the world to buy an item exclusive to the lounge/store.
Hello can i ask u ? If i can pay money for this lounge or not for some drink and cake ?!
Two thoughts.
1. A haven for influencers. I’ll avoid it for that reason.
2. If only QR had invested that money in customer service, I’d be appreciative!
OOPS - looks like you are not allowed to post negative comments about QR on this web site.
If only Qatar would take 1% of the money spent on the new lounge and invest it in CUSTOMER SERVICE the airline would begin to look like a world class airline.
Ben - you had problems with Qatar and posted them - but then they solved them for you in MLE. I guess I don't have the WASTA to get the same service.
Hmmm... Your bank is not as easily broken as mine... oh well, Burger King it is
If the influencers come, the sheep will follow soon enough…
Expect two daily turnaround A380 flights from China specifically to this LV Lounge and back.
Eskimo, do you add any value to the conversation apart from bitchy and increasingly irrelevant responses to other posts? Always responding, but rarely posting original comments.
Try stretching those whacked-out brain cells and post something yourself (about the topic on hand and NOT China, Xi Jinping, automation, and the government, which seems to be your limited and tired repertoire). You're just a sad, negative bystander watching the world go by in your parents' basement and...
Eskimo, do you add any value to the conversation apart from bitchy and increasingly irrelevant responses to other posts? Always responding, but rarely posting original comments.
Try stretching those whacked-out brain cells and post something yourself (about the topic on hand and NOT China, Xi Jinping, automation, and the government, which seems to be your limited and tired repertoire). You're just a sad, negative bystander watching the world go by in your parents' basement and envying the thrilling experiences and original opinions of everyone else, while you clean those corn chips from your face and Black Sabbath t-shirt which is 2 sizes too small and never been washed.
"A fool and his money are easily parted."
That describes anyone willing to pay extra for food in an international J lounge - much less pay extra for the logo-enveloped tackiness of anything LVMH in edible form.
Those "fool" could part billions and would still have more net worth to part than any person quoting that phrase.
Looking at the sushi presentation, most kaiten sushi (conveyer belt sushi) places in Japan at less than 200 yen for 2 pieces would be embarrassed to serve that. Heck, they would probably go out of business serving that.
Even the free sushi you get in the Al Mourjan Lounge looks better than this.
It is absurdly expensively priced, I don't know what the true quality of the food, but I doubt that it stands up to the pricing.
It's sushi in Doha, by South Asian line cook, under a French chef recipe, what do you expect?
I don't think Jiro could run a kitchen that would make exceptional hotdogs or Salt Bae could make orange chicken better than Panda Express.
That's what distinguishes an excellent chef and a great restaurant they are more than a one trick pony. If I pay 200 QAR for 5 pieces of sushi, I would, even in Doha, expect something that is nicer than my local super market. But if sushi is beyond their skills, just don't serve it. Serve something that they can do well, knowing your limitations is quite important.
Salt Bae is a zero trick pony...
That's what distinguishes an excellent chef and a great restaurant they are more than a one trick pony. If I pay 200 QAR for 5 pieces of sushi, I would, even in Doha, expect something that is nicer than my local super market. But if sushi is beyond their skills, just don't serve it. Serve something that they can do well, knowing your limitations is quite important.
Salt Bae is a zero trick pony when it comes to the food, which is all about the appearance and nothing about the quality. Though you have to admire his talent for creating attention and making people pay for it. Which is where he is a one trick pony.
So QR needs to pay LV for the concert or the other way round? I am confused...
Excellent Review, thanks . Beautiful Lounge . Louis Vuitton is the best .
I don’t own anything by LV, but I’d be interested in going. Looks like an experience, which is more than I can say for lounges in DXB.
And before you come at me, I mean the EK first / business lounge (T3) or OneWorld first lounge (T1). If there’s some cool kids lounge I missed out on, let me know.
Looks horrific like someone threw up instagram and called it a lounge. I can almost hear house music that's punctuated by slight vaguely sexual sounds thumping in the background.
Am I just missing something? Is there an extra fee for this lounge.
We'll be in Doha in May of next year with about a 7 hour lay over from 6p.m. to 2a.m.
Flying Q suites into Doha and business class, but not Q suites to Zanzibar.
What lounge should we be spending out time in? When can we ask to reserve a private room, if any?
No extra fee for this lounge, you can go to this lounge if you have Al Mourjan business class lounge access. The new Al Mourjan Business Lounge – The Garden is definitely the preferred lounge if you would like to experience something new.
As far as I know, there are no private sleeping rooms whatsoever in the business class lounge. The first class lounge (Al Safwa) has sleeping rooms though, but it's only for...
No extra fee for this lounge, you can go to this lounge if you have Al Mourjan business class lounge access. The new Al Mourjan Business Lounge – The Garden is definitely the preferred lounge if you would like to experience something new.
As far as I know, there are no private sleeping rooms whatsoever in the business class lounge. The first class lounge (Al Safwa) has sleeping rooms though, but it's only for First class passengers (No Oneworld Emerald access). There are lounge chairs in the business class lounge, which might be worth using if you are tired.
Btw, the QR A320 to Zanzibar is a pretty swanky and comfortable plane for a narrow-body aircraft because of its lie-flat seats. Enjoy!
Paul, if Traveling in Premium Class on Qatar Airways, and you have an 8+ hour layover in Doha, Qatar Airways will check your eligibility for a complimentary Transit Hotel Room and provide one to you at no additional charge. Also, the Oryx Hotel within the Security cleared portion of the Airport is an option.
@Lucky
Didn't they give you press kits?
Besides The Chief, you didn't even mention a single thing about The Chef.
You know, the only other name on the wall. The person with a dozen stars. The one behind the tasty food that you're trying to get the menu.
Since I am a big LV fan would love to see it but DOHA not on my radar!!! Maybe if you spend lots of $$$$ at the store they comp your entrance fee ???
Over rated.
I ran right by it and assumed it was just another LV store on my way to al Moujaran for a brief moment. I remember seeing it.
We were there on the afternoon of the 23rd. Very nice lounge. The food in the restaurant was first class. Can't understand why anyone would want to use the LV lounge. Our only problem was that it was very hot in the lounge with no signs of air conditioning. It was also very hard to find, although staff members took our comments on board. Also it was very quiet when we were there. All in all a very enjoyable experience.
There is a German word for all this: neureich
My comments aren't posting either. Looks like my e-mail was banned despite posting maybe 5 times in 5 years and all well within guidelines.
I wonder how much LV paid for the promotion. It's a huge branding exercise.
Ben, may I politely ask why you delete my comments? They are within guidelines, on topic etc...
I guess they are hoping if enough influences post about this place, it'll get people to want to visit Doha and/or transit through Doha airport?
We just reached peak "influenzas" and disgusting consumer behaviour - a Louis Vuitton toasted sandwich. The world needs a reset, sharpish.
I was in the main lounge today and was surprised that there were people in the LV Lounge, so there was some demand, but most people definitely just stayed in the main lounge and didn’t really care for the LV Lounge, which is actually very tiny, only a dozen or so seats. The new lounge is incredible (except for the fact that they still have ZERO ventilation in the shower rooms so you end up...
I was in the main lounge today and was surprised that there were people in the LV Lounge, so there was some demand, but most people definitely just stayed in the main lounge and didn’t really care for the LV Lounge, which is actually very tiny, only a dozen or so seats. The new lounge is incredible (except for the fact that they still have ZERO ventilation in the shower rooms so you end up soaked in sweat and have to put fresh clothes on your sweaty body after you shower) and a vast improvement over the former lounge which was already an incredible experience.
This looks very meh. I was expecting they use a lot of furniture from their home furnishing line but instead we get bell lamps, a totem lumineux, and some hanging quetzal mobiles and they call it a day. LV can do better than this. The food does look good though. That's the best thing this lounge has going imo. Hopefully they will sell some Yosuke Suga's chocolate in the lounge.
My first thought was that the furniture and decor looked mid
I don't think I understand the concept.
So if I understand correctly, this is a lounge within the actual lounge. Where you can pay for similar quality food and drinks that you get for free if you don't go into this sub lounge?
From what it looks like it is not a LV store inside the lounge, just a sub lounge?
I legit do not understand its purpose
The store is immediately below the lounge and the entry is not through the QR lounge. Anyone can access the store. One of Ben's pictures is from the store level looking upward.
Really doesn't look that appealing to me. Influencer spot. Enjoy!
I really wish they'd invest the money in more showers + maybe some small sleep rooms instead.
On a note of paying for lounges, I visited Al Safwa last night on a First Class QR ticket between midnight & 7 am and found it unexpectedly crowded… ~10 Japanese pax on my first flight who I assume were continuing to Narita all showed up, all the nap rooms were booked on the night so they found an out-of-the-way couch for me to sleep on, and there was even a wait for showers at...
On a note of paying for lounges, I visited Al Safwa last night on a First Class QR ticket between midnight & 7 am and found it unexpectedly crowded… ~10 Japanese pax on my first flight who I assume were continuing to Narita all showed up, all the nap rooms were booked on the night so they found an out-of-the-way couch for me to sleep on, and there was even a wait for showers at 6:30 am… I’d heard Al Mourjan is busy these days but was completely unprepared for anything except emptiness from the Al Safwa lounge, especially as I was betting on having a nap room to sleep that night!
It's been like this at peak times for years, sadly. Any review from pre-COVID is completely irrelevant as to the current Al Safwa experience, which personally I don't find to be very good and inferior to most other dedicated F lounges for the things that actually matter. I think AM Garden is a nicer lounge so glad that's opened, will be checking out the LV lounge this evening out of interest as much as I don't particularly like the brand.
Does anyone know if I arrive to DOH on a business class flight but then have a continuing flight the next day in economy (same reservation) will I have access to the Al Mourjan the next day?
Lolololol you funny
It boggles the mind just how far Doha Hamad is willing to go just to oust Singapore Changi from its throne. Billions of dollars for the sake of ostentatiousness and materialism. My goodness. DXB, for its massive size, is a far more ‘humble’ (if I can use that word) that never brags about its Dior and Prada collabs and its rainforest gardens.
They are building things like this to create reasons to go to Doha.
Singapore is a fabulous city to visit even without taking into account the airport. Doha is not.
If Dubai didn't have the Burj, the giant shopping malls, the fancy hotels, the beach clubs, the fountain shows, the bragging rights, would the average tourist have any reason to go?
Doha has excellent museums, interesting architecture, good and varied food, efficient public transportation, is very safe, and is generally reasonably priced. It also has malls to rival Dubai and Singapore, if that's your thing (esp Place Vendome which opened last year). It is more conservative than Dubai or Singapore but not at all unwelcoming or forbidding. It is definitely over-the-top which may not be to everyone's liking, but it's a great city to visit.
Doha is worth a 2 day visit maximum. And even then you might get bored.
That’s what you get for living in a rich country. Amenities such as airport and public spaces that’s world class.
Unlike the west whose government is debt ridden and city filled with crimes where nice places is trashed.
Dubai has way better beaches than Doha (beaches in Doha area muddy), much much better hotels (including world class resorts) and much more "mature" urban areas which worth visiting (such as JBR or the marina area) and it is more "liberal". No comparison. A more fair comparison to Doha is Abu Dhabi which are both boring, however AUH has much better beaches and the benefit of being close to Dubai.
Meanwhile in the U.S. the carriers here are courting Wal-Mart to launch a co-branded lounge.
Do you think the average American who flies domestic first for a couple hundred more than economy, will pay +$3000 for a qsuite for a transcon flight? Airlines will sell the lounge experience customers are willing pay. As the article says, you have to pay to get into the LV lounge. How many domestic US fliers will do that?
Actually the US domestic flight cost much much then domestic flights in other countries, with much lower quality, of course
I can't wait to take my Russian model mistress here!
That is indeed the exact target group for this lounge, haha.
It wouldn’t surprise me if they set aside one hour per day where you have to show a Russian passport in addition to a J/F ticket to gain entry ;)
This just looks like an expensive influencer photo shoot backdrop.
Pass.
I agree. I thought perhaps they might have LV items for sale, or to browse, or even just displays of their latest stuff, or something to you know, actually promote the brand. Otherwise, what's the point? I mean, it's not like sponsoring Formula 1 or getting your products into an exclusive hotel. It's paying to be associated with... a lounge... in an airport. Is someone who already values LV enough to pay to enter this...
I agree. I thought perhaps they might have LV items for sale, or to browse, or even just displays of their latest stuff, or something to you know, actually promote the brand. Otherwise, what's the point? I mean, it's not like sponsoring Formula 1 or getting your products into an exclusive hotel. It's paying to be associated with... a lounge... in an airport. Is someone who already values LV enough to pay to enter this lounge, gaining any further knowledge about LV? Will they leave the lounge more loyal than they already were?
It does seem like just a place for instagram shills to take some pretty pictures. And maybe LV is hoping that's enough to get the people following these influencers to start buying LV stuff. That part is genius actually: instead of paying influencers to promote your brand, charge them an entrance fee to the lounge for the privilege of snapping a few pictures with your logo in them :-)
I would fee like I'm walking into a print ad, and I'm not sure I like that.
I wonder if there are that many blue-clad Oompa Loompas in the lounge staring at you now that it's open to the public.